With over half of the energy drink market consisting of children, teenagers, and young adults no older than 25, it isn’t surprising that the bulk of the marketing efforts for these drinks are directed towards this younger demographic.

In particular they are marketed towards athletes. Be it skateboarding, snowboarding, skiing, mountain biking, and even soccer, energy drinks are endlessly promoted and displayed. And don’t think shielding your kid’s eyes during sporting events will do any good; energy drinks are also a main sponsor for many video games and concerts. Advertised as fun, youthful, and above all, healthy, many children and teens are being caught up in the excitement of the fastest growing product of the U.S. beverage market.

Even Matthew Lee, voted athlete of the month at his Toronto high school, admits to having an energy drink from time to time. “A lot of people drink them during tournaments, I guess to boost their energy in between games since that’s what they’re good for,” says Matthew. However, sports aren’t the only time his peers drink energy drinks. “I know people who walk to the convenience store at lunch just to get one.”

This should come as no surprise since these drinks are advertised to be used in any type of situation. For instance, the popular energy drink Red Bull lists times to use their drinks, with “on the road, during lectures and study sessions, at work, while doing sports, while playing video games, and while going out day and night” as recommended options. So, according to the manufacturers, they are suitable to drink pretty much anywhere.

Moreover, the sales of energy drinks are not regulated, making them as easy as Matthew describes for children and teens to get hold of. Registered dietitian Ashley Murphy says that this lack of regulation on energy drinks is precisely the problem. “Health Canada does not recommend energy drinks for children, yet there are still no regulations in place to monitor their sales. This is definitely problematic since children can go to the corner store and buy energy drinks that could be harmful to their health.”

If it isn't food, it isn't regulated

Not only is there a lack of regulation on who can buy them, but the health risks and warnings of those risks are often presented in confusing ways, leaving much of the public unaware of just how dangerous these drinks can be. “Since energy drinks are regulated as a Natural Health Product, this can often send the wrong message because when people hear the words ‘natural’ and ‘health’ they associate them with something that will be good for them… but in this case they are not,” says Murphy.

Energy drinks fall under Natural Health Product (NHP) regulations because they contain higher amounts of ingredients like caffeine and vitamins than allowed in foods. The caffeine content of pop, for example, is limited because pop is categorized as food – but since energy drinks are not, no such limits are required.

The truth inside the bottle

All regulated food products not only must list the ingredients they contain, but they must also list the amount of each ingredient. So, what is really in energy drinks if they aren’t subject to this same requirement? Usually that information is pretty tough to find, even on the Internet. Remember, there are no requirements for any testing or restriction against sales; however, approved Natural Health Products in Canada must carry a product license number somewhere on the can. But here’s another catch: “approved” means the product is safe according to instructions on the label, yet products can continue to be sold without a Natural Product Number, leaving the purchase totally up to the consumer. And that is assuming the buyer even knows to look for a product number.

What’s important to know: there are normally very high levels of sugar, and the amount of caffeine in many energy drinks exceeds 500 mg, equivalent to the caffeine in 14 cans of pop. “By drinking just one can, children easily exceed their recommended maximum intake of caffeine,” says Murphy. Even more alarming is that energy drinks often contain even higher levels of caffeine through other additives such as guarana. So, even when a label lists the amount of caffeine, the actual amount could be a lot higher due to these other additives.

Health effects on youth

“Too much caffeine can affect a child's behaviour, sleep patterns, and even their blood pressure,” says Murphy. Symptoms can range from upset stomachs, headaches, and bedwetting to irritability, anxiety, blood pressure increases, and even heart arrhythmias. Additionally, according to a recent clinical report published in Pediatrics, energy drinks can have developmental effects, including neurologic and cardiovascular system development. The risk of physical dependence and addiction is also extremely high. Energy drinks can be even more dangerous for youth with a history of certain diseases or those taking certain medications.

A deadly mix: Alcohol and energy drinks

Mixing energy drinks with alcohol has become a popular and dangerous trend in recent years, with many of them even available for purchase in pre-mixed cans. In a study conducted in Germany that questioned over 1200 teenagers, 54% of the teens reported mixing energy drinks with alcohol.

Each substance has health risks by itself, but when the two are combined, further dangers to health and safety arise. Just as any source of caffeine reduces feelings of fatigue, so do energy drinks, but on a much larger scale. Such high doses of caffeine mask the effects of alcohol, which means youth can underestimate their impairment level and increase their chances of alcohol poisoning. Even more alarming, in a survey of university students reported in the Canadian Medical Association Journal, the ones that reported mixing energy drinks and alcohol were three times more likely to be highly intoxicated and four times more likely to drive drunk than those who did not.

As teenagers and young adults begin experimenting with alcohol, it is extremely important that they are educated about the severe health risks and dangers of combining it with energy drinks, especially in the face of so much marketing from the makers of energy drinks that presents it as the “cool” thing to do.

What parents can do

A Canadian Medical Association Journal editorial called for stronger warning labels and stricter content, sales, and marketing regulations on energy drinks. Hopefully in the near future, these restrictions will be put in place. In the meantime, since energy drinks are so easy to get hold of, parents and educators should be aware of health risks and talk to children on the subject. Here are some important points to keep in mind from Health Canada:

- Children aged 4 to 6 years old should have no more than 46 mg of caffeine per day.

- Children aged 7 to 9 years old should have no more than 62.5 mg of caffeine per day.

- Children aged 10 to 12 years old should have no more than 85 mg of caffeine per day.

- These recommended daily intakes for children are the equivalent to about one to two 12-oz (355 mL) cans of pop per day. Energy drinks can contain caffeine levels up to the equivalent of 14 cans!

- Adults should have no more than 400 mg of caffeine per day.

- Energy drinks are not the same as sport drinks such as Gatorade or Powerade and should not be used when exercising. Sport drinks contain electrolytes, carbohydrates, and sugar, which can help the body stay hydrated and be broken down into usable energy. The main form of energy in energy drinks is caffeine, which leads to dehydration.

- Just because something is for sale doesn’t mean it is safe for everyone. Look for the Natural Product Number and read all warning labels.

- Never mix energy drinks with alcohol.

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